External Marketing, Government Policy and T-Serqual toward Customer Satisfaction in Indonesia Tourism Industry

Tourism Industri is the largest industry in the word that can make the economic growth and the need of the effectiveness, marketing programs quality of service and good government policy to increase for organizational performance and customer satisfaction. The aim of this research to investigate to external marketing, Tserqual and government policy toward customer satisfaction in the Indonesia tourism industry. The sample size was 420 respondents with propulsive sampling used to determine the sample. The main instrument in this study is questionnaire. The analysis used to examine the hypothesis of the study is structural equation modeling using AMOS version 20.0 software. The result of the study show that: external marketing, Tserqual and government policy influence toward customer satisfaction. Nevertheless, government policy the most influence toward customer satisfaction. Therefore manager in in the tourism industry should improve more the external marketing and Tserqual.